Powering a Market Leader Position
Innovative, first-to-market technology to reduce heavy-duty truck emissions was the big story behind Caterpillar Truck Engines’ new ACERT engine. With a comprehensive launch campaign developed by The frank Agency to reinforce the brand’s “power” position, the marketplace definitely took notice. But the bigger story was the new strategic direction we helped develop. Using customer segmentation focused on high-potential large fleets and leasing companies, Cat Engines sold as many ACERT engines as it two largest competitors, taking it to #1 in the industry in just the first year of launch.
When it comes to trade shows, MATS (Mid-America Truck Show) is the largest annual heavy-duty trucking event in the world. So what better avenue to launch CAT Engines’ new ACERT technology to the trucking industry? Over several years, The frank Agency helped this client with booth design/graphics to draw in the crowds and help the sales team connect with a wide range of customers, prospects and major industry players who attend the event.
We extended the launch campaign with the ACERT technology tour. At trade shows and on the road, this special transporter generated media excitement and coverage with hands-on product demos and an “Inside Story” video.
High-impact direct mail generated buzz, product awareness and new fleet and leasing company prospects for the CAT Engines sales team.
Print ads in industry trade publications targeted specific vertical markets while building awareness and credibility for the new ACERT engine.
New sales literature was developed to help the sales force introduce and sell-in ACERT to specific targets, including OEMs, fleet owners/operators, and industry verticals such as waste management, school bus, public safety equipment, recreational vehicles and others.
The “power” theme continued with product sales sheets and literature that showcased not only the technical information buyers needed, but the superior performance ACERT delivered.